04 Fixing the Submission Process: Removing the Friction All insurers share common goals: achieving profitable growth, improving their combined ratios, and maintaining strong, dependable relationships with producers. While insurtech innovations and AI are often marketed as "reinventing insurance," this is a fallacy. The reality is that insurance is a time-tested industry — one that is heavily regulated and built on processes that are here to stay. However, there remains tremendous room for improvement. The real opportunity lies in removing the friction that clogs insurance operations. The truth is, the glue holding the insurance process together today is "wearing sneakers." By leveraging modern workflow and decisioning systems, artificial intelligence (AI), and modern integration techniques, insurers can reduce the friction and improve operational efficiency without sacrificing overall results. At PS Advisory, we help insurers eliminate manual processes, automate what can be automated, and allow their people to focus on high-value tasks. © 2025 PS Advisory. All rights reserved